Michelin Agricultural Developments

In the summer of 2002 Michelin launched the Kleber KAPS promotional campaign. This was a points-based incentive scheme for the agricultural sector. Dealers received points based on the number of Kleber tyres purchased. These points could be traded as they were accumulated, for a range of services and products. The points could gain dealer overalls, training sessions, or tickets for Formula One, as they desired.

KAPS is one of several similar projects across Europe and the success with which these incentive programmes have met has led to a development of the programme to be launched in 2004.

Dave Crinson, head of agricultural tyres at Michelin’s UK office, told T&A that dealers had responded positively to the scheme and the uptake on training sessions was particularly strong along with the alignment equipment and overalls. “This is an excellent outcome especially if we can get more dealers on-board with our training schemes,” he added.

Stephane Bonnard, head of marketing for agricultural tyres, pointed out that although the KAPS programme was continuing to run and had been successful to a degree, like any of these projects it was open to restructuring. “One of the areas where we believe dealers will be interested in is if we broaden the range of products covered by the scheme. This is something reflected in other European markets too. From the outset Michelin in France had been watching the KAPS scheme very closely and they have now taken it on board and whilst we will continue to run KAPS and offer the benefits, the scheme will be relaunched in 2004 with coverage to include the three key brands. Michelin of course will be the premium brand, with Kleber as the premium/value brand and BFGoodrich as the value brand. All three brands will be offered through our direct sales team to end users and dealers. Taurus and Kormoran will continue to be sold as a value and budget brand through wholesalers and will not be included in the new scheme.